The price per install (CPI) on Android and iOS has fallen. This became known from the report of the analytical company Fiksu for November.
For iOS, the CPI value in November was $1.54, which is 10% less than in October. In the case of Android, the price per installation decreased by 6% compared to October and reached $2.27.
Fiksu experts nevertheless note that the CPI has grown significantly in annual comparison. For iOS – by 40%, for Android – by 110%.
The cost of buying a loyal user (CPLU) on iOS also fell in November. This figure was $3.55. Compared to October – less by 11%, but compared to November 2014 – more by 125%. Recall that in the understanding of Fiksu, a loyal user is someone who has launched the application more than three times.
Fiksu draws the following conclusions from price dynamics: the November decline is temporary, this lull is explained by preparations for the festive season. In general, the trend remains the same: marketing costs are growing, the problem with the visibility of applications has not disappeared anywhere.
A source: https://www.fiksu.com